As business owners, if we’re doing our jobs, we’re solving problems for our clients. As a writer and marketing expert, I like to develop marketing plans and budgets for my clients for at least a year at a time. For every line item, we identify the cost and the person who’s responsible for executing this activity. Organizing marketing activity makes you accountable and increases productivity because you’re not wasting time second-guessing yourself. You learn that you save time and money with a marketing plan and budget.
The man who loved advertising too much
An example of how effective this is? A marketing-savvy client who loves advertising is easy prey for ad reps who know they can sucker him into those special one-off deals that aren’t deals at all, but a hopeless waste of his marketing dollars. We did a cost-benefit analysis to prove we weren’t getting enough conversions on those one-off efforts to justify the spend. Then we created a marketing plan and a budget for the entire year.
Reining in ad-hoc spending
This plan has been enormously helpful in reining in ad-hoc spending and keeping us on track. He still gets these special offers, but he’s not wasting time agonizing over them because he knows that if they’re not in our plan, we’re not going to spend money on them. This is tough love, pure and simple, and it’s working!
Helping my clients map out their marketing strategies is strategically the right thing to do—we can see what’s working and not—and sunset those activities that are not delivering ROI. But a well-designed marketing plan also saves us significant time and money.
Need help developing and implementing a marketing strategy for your business? Talk to Janet Peischel, Top of Mind Marketing. 510.292.1843M